All work

A.R. Morris Jewelers

A 65-year jeweler, stuck choosing between two pitches that were never competing.

Lead with permanence. Let price be a footnote.

From the strategy deck, July 2026

“She's ingrained in our business as if it were her own.”Cole Morris, Owner, A.R. Morris Jewelers

Who
Family fine jeweler since 1962
Where
Greenville, Delaware
When
June 2026 to now
What we did
Positioning, site audit, guided-shopping prototype
Client site
armorrisjewelers.com
A.R. Morris prototype with two paths: I know what I'm looking for, and Help me find something.
The prototype's front door: two paths, one for people who know what they want and one for people who need help.

Two good ideas, treated as a choice.

A.R. Morris was weighing two directions: lead with Delaware's tax-free savings, or reposition the store as a new marketplace to shop jewelry. They were being treated as competing options. They answer different questions. Tax-free is a value proposition. Marketplace is a channel decision.

So the answer was not either one. Keep tax-free as quiet proof throughout the site, and make a guided, boutique-style experience the real answer to how people should shop.

The site was saying the wrong thing first.

Our audit of the live site found the heritage claim repeated four times with two different founding years. On mobile, the very first icon a visitor saw was "0% Sales Tax". The store's strongest trust signal, that it rejects 9 in 10 diamonds, was buried. The fix was to lead with craft and permanence and let price support it.

What we built

  • Opportunity deckAn 11-page look at the customer, feature and loyalty ideas, a 60-day content calendar and a phased roadmap.
  • Strategy deck14 pages: cultural analysis, a gap assessment of the live site, a mobile audit, the guided journey and prioritized recommendations.
  • Working prototypeA two-path landing page, a six-question quiz that explains its picks, live filters, ring sizing and inline financing.
  • Developer guideA five-stage build spec with about 16 analytics events, so the store can see which path converts within a month of launch.

Where it stands

  • 2 decks25 pages of strategy, from opportunity to recommendations.
  • 1 prototypeA clickable guided-shopping journey, ready to build from.
  • In progressThe guided journey is being built now. We will add results once it ships.

The prototype uses sample products and prices. It is not the store's live inventory.

Guided quiz results with reasons for each recommendation.
Quiz results explain every pick, so a recommendation reads like advice, not an ad.
Ring detail page with a sizing calculator.
Product detail with a sizing helper and financing shown inline.

For our website development and positioning, Riya goes so incredibly above and beyond what she needs to do. Her work is fully comprehensive to an extent I never would have been able to reach myself. She's ingrained in our business as if it were her own, fully invested in getting it right and having the creativity to come up with incredible ideas for our users to make our online experience special. What stands out most is how she masters the balance between catching the finest details through every link, text, and design, while never losing sight of the bigger picture.

Cole Morris, Owner, A.R. Morris Jewelers